An alternative way for young people to market themselves through personal branding in close relationships: Gender roles and emotions conveyed through nonverbal communication using LINE stickers

年輕人在親密關係中建構個人品牌之另類行銷自我：使用LINE貼圖之非語言溝通傳達性別角色與情感

LINE是一款行動通訊息軟體，LINE貼圖提供給很多年輕人（尤其是年輕情侶）一種行銷自我的方式，藉由個人品牌建立、非語言溝通、體驗動態性別刻板印象，從而發展親密關係。在個人品牌發展中，LINE具潛力挑戰傳統的社會角色和溝通方式。本研究的目在於透過將社會角色理論（SRT）和非語言溝通方式探索品牌理論拓展至個人品牌理論的可行性。在研究方法上，本研究遵循解釋現象學方法。整體研究結果顯示，透過使用LINE貼圖的非語言交流，性別刻板印象變得流動性且可塑性。因此，它為年輕男性和女性在親密關係發展中提供一種非傳統的機會來探索性別角色和情感。更重要的是，在圖像表情的環境中，本研究提出一個個人品牌流程理論框架。此外，全文也詮釋學術理論和行銷的實踐意義，同時，也提出研究的局限性，以及未來研究的途徑。

LINE is a mobile messaging app, and LINE stickers are increasingly providing a way for young people (particularly young couples) to market themselves through person branding and nonverbal communication, experience dynamic gender stereotypes, and develop close relationships. LINE communication has the potential to challenge traditional social roles and communication through personal branding processes. The aim of this study was to expand branding theory by applying social role theory (SRT) and nonverbal communication to personal branding. Methodologically, the research followed an interpretive phenomenological approach. The results of this study reveal that gender stereotypes may become fluid and malleable through nonverbal communication using LINE stickers, since they give both young males and females nontraditional opportunities to explore gender roles and emotions and develop close relationships. Importantly, this study provides a theoretical framework for structuring personal branding processes in emoticon-based environments. This paper explains the theoretical and practical implications of the research for both scholars and marketers, presents the limitations of the study and proposes avenues for future research.